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How Leica Priced Itself Out of Obscurity and Into Legend
In this episode of Pricing Power, Lucas and Luna look at how Leica built a century-long pricing strategy that turned its cameras into objects of desire—and how that strategy almost killed the company when digital cameras arrived. They dive into the specifics: the M-series rangefinder, the decision to keep the price high even as sales cratered, and the surprising role of the Leica Store and the Leica Akademie in creating a lifestyle brand around a tool. Along the way, they touch on the economics of scarcity, the psychology of luxury goods, and whether a premium price tag can ever be justified…
The skinny
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